Amaris unveils £100m rebrand of 21 hotels

Amaris Hospitality has announced it will invest more than £100 million in rebranding 21 of its 89 UK hotels. The group will refurbish the properties, which are currently part of The Hotel Collection, and rebrand them as Jurys Inn, Mercure and a soon-to-be-announced international upmarket brand. Eight of the properties will join Jurys Inn, 11 will join Accorhotels' Mercure and two, including The Carlton Hotel, Edinburgh, will become part of the upmarket brand. Owned by private equity firm Lone Star, Amaris was created in July. Its current portfolio numbers 28 Jurys Inn, 21 Mercure and three Hilton hotels. The eight hotels joining Jurys Inn are: The Inverness Hotel, Inverness; The Aberdeen Skyway Hotel, Aberdeen airport; The Middlesbrough Hotel, Middlesbrough; The East Midlands Skyway Hotel, Derby; The Parc Hotel, Cardiff; The Golden Valley Hotel, Cheltenham; The Oxford Hotel, Oxford; and The Hinckley Island Hotel, Leicestershire. The 11 hotels joining Mercure are: The Caledonian Hotel, Aberdeen; The Atlantic Tower Hotel, Liverpool; The Grand Hotel, Bristol; The Brands Hatch Hotel, Dartford; The County Hotel, Newcastle; The Portland Hotel, Manchester; The Noke Hotel, St Albans; The Rougemont Hotel, Exeter; The Haydock Park Hotel, Haydock; The Walton Hall hotel, Warwickshire; and The Daventry Court Hotel, Northamptonshire. John Brennan, Amaris CEO, said: "The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK's best performing, most exciting hospitality investment and management company." jurysinn.com, mercure.com Graham Smith